Measurement of your communications efforts and programs is tricky. There’s a lot you could track. So what should you pay attention to? From data dashboards to content scoring and focus groups, we talk through some ways to get smarter about your metrics and reporting. Also this month, we look at what Pfizer did to get the word out and build trust in their COVID-19 vaccine, how companies are now working with NCAA athletes, what defines “best-in-class” brand social media activity, and more.

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EPISODE SUMMARY

• Intro  
• 1:45 – Talking Point: Measurement challenges and advice
• 21:50 – Spotlight: How Pfizer won the vaccine PR game
• 25:45 – Quick News & Quick Takes: NCAA athletes are making influencer deals
• 29:20 – Quick News & Quick Takes: What makes a brand best-in-class in social?
• 32:10 – Listener question: What business email alternative will emerge?
• Closing

ARTICLES AND LINKS

Look at analytics to know what your audience really thinks about your content

Businesses value the role of PR and communications more than ever

Pfizer’s vaccine branding victory delivers lessons for marketers everywhere

Let’s make a deal: NCAA athletes cashing in on name, image and likeness

New research shows social media has created a more competitive landscape for brands

Could Gen Z free the world from email?

Digital Summit Minneapolis

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